Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention
Purpose: In spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers'...
| Published in: | Journal of Research in Interactive Marketing |
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| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2021
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85107844018&doi=10.1108%2fJRIM-04-2020-0072&partnerID=40&md5=514e859d211cb261e5bb4a0130b45ef6 |